It all started in 2010, when jewellery designer Laila Singh travelled the world to find not a single piece that appealed to her modern aesthetic sensibilities. That’s when she decided

to start her label, Social Butterfly—a name suggested by her sister. With an idea to break conventional standards in jewellery and create pieces that reflect a strong sense of fashion, the daughter of Indian business tycoon, Vijay Mallya, is creating quite a flutter in the industry. In conversation with L’Officiel India, the quintessential queen of

soirées tells a tale of travel, trinkets and an amalgamation of the two.

How challenging was it for you to carve a niche for yourself in an industry where there were already big names to begin with? When I entered, there was already a lot of stiff competition, with some designers already enjoying a strong foothold in the industry. But I was never apprehensive because what I had to offer was very different from what was already available

Like me, my label ‘Social Butterfly’ has an identity of its own. I strongly believe that it is the make of the product that appeals to the clients and my reputation as a jewellery designer is solely dependent on my designs. Hence, I put in my best into my designs and my mother has been a pillar of strength in my design journey. She is my role model and has encouraged me to follow my dream and listen to my heart.

You debuted at the Lakme Fashion Week Winter/Festive 2014. What was the experience like?It was great to make a debut at the Lakme Fashion Week. The collection I showcased was very well received. I remember, initially, I was so nervous because the whole selection process is so stringent. But, when I was informed about being selected, I was ecstatic. I knew that this was only the beginning of many more to come. I am grateful to have had the opportunity to showcase on such a prestigious platform in India.

What is your latest collection all about? Which are some of your personal favourites from the collection?My latest collection, titled ‘Flight of Fancy’ is inspired by the graceful movement of the peacock. It offers a new range of earrings, knuckle rings, ear cuffs, palm cuffs, palm bracelets and cocktail rings. I have come up with an interesting typography themed line with the words ‘Peace’, ‘Love’, ‘Hope’ and ‘Faith’ written in unique Italian and Roman styles. There is a new addition, which is a mirror-image palm cuff which reads ‘Hope’ on one side and ‘Faith’ when

worn on the other side. The collection has been designed in exotic metals and precious coloured stones, unlike the previous collections where I laid more emphasis on gold. I love the palm cuffs because I can wear them with just about anything and for any occasion, and still create a striking statement.

Considering that many jewellery designers have done a peacock-inspired collection, were you anxious about your collection being called clichéd? Athough inspired by the peacock, my collection is very different from regular fine jewellery. When I spotted the Indian peacock on my trip to Ranthambhore, I was fascinated by its gait and the plumage. It left an indelible impression on my mind and I knew then, that I had to, somehow, channel that inspiration into my work. So, that reflected in my designs as well. And I am glad I listened to my heart because all the pieces, especially the layered chain and the palm bracelet, received a lot of appreciation from the audience.

in the market. I have persevered through every step with a strong vision, which has helped me to define the brand values for Social Butterfly. Persistence has been the key in my case.

How important a role has family played in the success of Social Butterfly? Is there a family figure you look up to? I have always gained inspiration and strength from my family. However, my profession has been my personal choice and something my family has supported.

What’s next for Social Butterfly?Ever since LFW, my focus has been on discovering different types of metal and stones to use in my designs. Also, we have recently started retailing with Ensemble. I have just finished designing a whole new range of knuckle rings in which I have experimented with different cuts, silhouettes and stones, like a key-inspired ring, the serpentine, and the ruby wings, just to name a few. I am excited about the future of my label and I am eagerly waiting to spring more surprises at my patrons.

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The BuTTerfly effecTA self-confessed wanderlust-smitten jewellery designer, Laila Singh believes in blending adventure with aesthetics to create pieces that instantly grab eyeballs!By DessiDre Fleming